Chapter 12

Which of the following is not one of the four elements of classical marketing theory?
1. customer orientation
2. marketing strategy
3. marketing methods
4. market trading
5. marketing intelligence
Marketing strategy is developed through three stages. Which of the following is not one of these stages?
1. segmentation
2. mixing
3. targeting
4. positioning
James Dyson is most famous for the revolutionary bag-less vacuum cleaner that bears his name. But he developed another well known product. Which one is it from the list below?
1. the Ballbucket
2. the Wallbarrow
3. the Headless hammer
4. the Ballbarrow
Which of the following is not one of the markets in the six markets model?
1. suppliers
2. potential employees
3. employees
4. managers
5. customers
6. influence markets
7. referral markets
The marketing mix of classical marketing theory is often summarised as the four Ps: product, price, promotions and – what is the fourth?
1. public relations
2. publicity
3. place
4. premiums
5. partnerships
A PCN is a:
1. publicly costed number
2. personal contact network
3. public communications network
Strategic entrepreneurial marketing has been summarised as the 4Is: identification of target markets, interactive marketing methods, informal intelligence gathering and – what is the fourth?
1. independence
2. interactiveness
3. innovation
4. internet
The fundamental principle on which word of mouth recommendations is based is that the receiver of the communication must regard the communicator as
1. indecisive
2. friendly
3. impartial
4. informative
5. talkative
In a marketing context, PR stands for
1. publicity recognition
2. promotional ruse
3. public relations
4. public regard
5. press release
Goods or services reach the market place through
1. marketing channels
2. multilevel pyramids
3. monopolies
4. multiplication

Chapter 12

Quiz